The month of April brings Earth Day and the Arizona Beef Council launched and completed a campaign to reach consumers to explain how Arizona ranchers are everyday environmentalists, focusing heavily on the health of our planet. The campaign included tools and resources to help Arizona beef farmers and ranchers share their own everyday environmentalist story including social media posts, webpages housed on the Beef. It’s What’s for Dinner. website, talking points, easily digestible sound bites including references, and Arizona-specific content including an opinion editorial written by local chef Ryan Clark. Environmental messages and graphics were shared on the Arizona Beef Instagram and Facebook pages reaching 8,386 people. An email to Arizona beef producers with information and ways to share and amplify these messages.  

It's more important now than ever to talk with consumers about how committed ranchers are to the health of the environment. They hear and see headlines every day that may not immediately sway them away from eating beef, but it does start to plant doubts. Research reinforces that beef shoppers consider beef farmers and ranchers the most believable sources of information when it comes to sustainability messages (source: Sustainability Perceptions and Proof Point Assessment, Dynata Platforms).